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Database Marketing
The New Frontier
Hal Varian, Google
Database Marketing
The New Frontier
Takeaways 1.2.3.4.
1.What is new?
2.
How does it work?
3.Why is it important?
4.What are the…
RESULTS!
Old
1.vs.
New
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No Visibility To
o ha
rd
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LimitedVisibility
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No Visibility
Decisions
Poor
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Visibility
to the new frontier!
Welcome…
(MAD)
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2.
How does it work?
?
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<script src="http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin("714-CFZ-249");</script> "
type="text/javascript"></script>
1 line of code
Website & Landing Page
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Browser Cookies +
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Dig
ital
Beha
viou
r
=
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Scoring
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Email & SMS Triggers
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Optimising
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Dashboard
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Why is it important?
3.?
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Responses Rates
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Nowhereto
hide
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LostWriting on the wall
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Lost Client
Marketer loses job
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WinningLosing vs.
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Visibility
What are the results?
?
4.
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Sources of value (MAD)1.2.3.4.5.
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100Dec 08
150Apr 09
50July 08
200Jul 09
300+Oct 09
Rated #1 globally
Takeaways 1.2.3.4.
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Nex
t Ste
ps
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Data Planning, Data Strategy, Data Management
Marketing Automation & CRM Database Solutions
Multi-Channel Reporting & Analytics
Campaign Testing & Optimisation
1.
2.
3.
4.
Q&A
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datarati.com.au